College students’ perceptions of food fraud in Macau

Abstract

ABSTRACT In contrast with the appealing images of tourism destinations, many have a dark side, which can include various forms of food fraud. Media exposure of extensive food fraud in a destination can deter potential tourists. Thus, a destination should monitor all forms of food fraud and understand consumers’ perceptions of food fraud. This study investigated how college students perceive food fraud in Macau and whether their perceptions differ according to demographic factors and consumption traits. We also explored the link between college students’ perceptions of food fraud and their behavioural intentions. Analyses of survey data revealed that the students perceived food fraud in local restaurants and food authenticity in supermarkets and convenience stores. The students’ perceptions of food fraud varied with the length of time they had lived in Macau. They reported that they would tend to avoid travelling to a destination associated with food fraud.